KH Roberts (KHR), a Singapore’s leading flavours house and the first flavours factory in South-East Asia, was looking to commemorate their 50th Anniversary with the official opening of its new state-of-the-art integrated flavour manufacturing facility. The opening of KHR’s new facility was graced by Mr Chan Chun Sing, Minister for Trade & Industry with a guest list of 180-200 people, comprising board directors, C-suite executives, senior management, researchers and academics from associated companies, key customers, partners, suppliers and government agencies. Flame Comms was engaged to manage the event, develop a compelling concept and a pro-active PR programme to raise the brand awareness of KH Roberts and establish it as a leading flavour house in Asia.
Results and Achievements
Flame Comms planned and executed an integrated and comprehensive campaign for KHR lasting from January to August 2018, encompassing event conceptualisation and creative services for the opening ceremony with development of a microsite, exhibit content curation, artwork collaterals, animation video production, as well as the launch mechanism.
To promote the brand and its achievements, Flame conducted media briefings for the KHR management team and staff, facilitated media interviews and worked with various industry and broadcast journalists to enhance its brand profile.
The event enjoyed great success with both local and overseas guests enjoying the flavours journey of KH Roberts through the years in a special food exhibit and each having a slice of the anniversary cake made with KHR flavours.
While KHR operates primarily in a business-to-business (B2B) capacity, Flame was also pleased to conceptualise its flavours packaging as a door gift for the 50th Anniversary event.